In Feathr, you can view performance data at three different levels: Campaign, Flight, and Project. Because each level serves a different strategic purpose, the way conversions are calculated and displayed can vary between them.
This guide explains how conversions are reported at each level and why you might see differences in your data across these views.
1. Campaign Reporting
Best for: Granular performance tracking of a specific campaign.
Campaign-level reporting shows data exclusively for that individual campaign. The conversions you see here are determined solely by the Goal you selected during that campaign's setup (e.g., "Ticket Sales" or "Newsletter Signups").
- How it works: If a person interacts with this campaign and completes the specific action defined in the Campaign Goal, it counts as a conversion so long as the selected attribution model wouldn't give 0% credit to the campaign. For more information, see our article about Attribution Models.
- Key takeaway: This view is isolated. It does not account for separate goals set in other campaigns or parent Flights.
2. Flight Reporting
Best for: Analyzing the collective impact of a group of campaigns working toward a shared objective.
Flights allow you to group multiple campaigns together (often organized into "Legs") to track a larger strategy. Flight-level reporting aggregates data from all campaigns within that Flight, but with a critical difference: Conversions are calculated based on the Flight Level Goal, not the individual Campaign Goals.
It is important to note that the Flight Goal acts as an override for reporting purposes within this view. Even if the individual campaigns inside the Flight have different unique goals, the Flight Report will only count conversions that match the Flight's designated goal.
- De-duplication: Flights are designed to show the "big picture." If you have multiple campaigns running with different goals, a single person might generate multiple conversions across those campaigns (e.g., one "Click" conversion and one "Register" conversion) with credit split between them due to their selected attribution model. However, because a Flight allows only one unified goal, the Flight Report will de-duplicate this activity. It typically produces a single conversion record per person for the Flight Goal, providing a clearer view of unique ROI.
- Multi-Convert: If you have opted to count multiple conversions from the same person in your Flight Goal settings (i.e. Multi-Convert), you may see more than one conversion for the same person in a flight report. However, these aren’t duplicates: they do represent real conversions. Since multiconvert happens when a single person converts more than once, an entry would be shown in the report for each conversion that happened relative to your flight goal.
- Discrepancies: The above are the most common reasons for data differences. The sum of conversions from individual Campaign Reports may not match the total conversions in the Flight Report because the Flight Report is filtering by a single, unified goal and removing duplicates.
3. Project Reporting
Best for: A high-level executive summary of all activity.
Project-level reporting provides the broadest view. It aggregates data from two specific sources:
- Flights: Data from any Flights contained within the Project (pulled from Flight Level Goals).
- Standalone Campaigns: Data from any active campaigns that are not part of a Flight (pulled from their individual Campaign Goals).
This view sums up the success of your entire initiative, combining the high-level strategy results of your Flights with the strategic results of any loose, non-flighted campaigns.
Project Reporting vs. The "All Marketing" Table
A common point of confusion occurs when comparing the total conversions on the main Project Report dashboard against the totals found in the Marketing > All campaign list. It is normal for these numbers to differ because they calculate success using different rules.
Here is why they might not match:
The Project Report
The charts and metrics on your main Project Overview page represent a strategic view. This report respects the logic of your Flights.
- Logic: It aggregates data based on Flight Goals (for campaigns in a flight) and Campaign Goals (only for standalone campaigns).
- Deduplication: Crucially, this view deduplicates conversions based on the Flight structure. If a single person interacts with multiple campaigns inside one Flight, the Project Report recognizes them as one unique converter (based on the Flight Goal).
The "All Marketing" Table (Campaign List View)
When you navigate to the Marketing > All tab to view your list of campaigns, you are looking at a strategic view. This table treats every campaign as an isolated item.
- Logic: The "Conversions" column displays the raw number of conversions generated by each individual campaign, based strictly on that specific campaign's goal.
- No Deduplication: The "Page totals" or aggregate numbers at the bottom of this table are a simple sum. This total adds up every conversion event from every campaign. It does not check for overlaps.
Example Scenario
Imagine you have a Flight containing two different email campaigns with the same goal. One person clicks on both emails and converts.
- The "All Marketing" Table will show 2 conversions (1 for Email A + 1 for Email B).
- The Project Report will show 1 conversion (Because the Flight recognizes it is the same person converting towards the same Flight Goal).
In Short:
- Use the Project Report to measure the unique ROI and overall effectiveness of your strategy.
- Use the "All Marketing" Table to measure the raw engagement and volume generated by specific channels or creative assets.
Summary: Why are my numbers different?
It is normal to see different conversion numbers depending on where you are looking in Feathr. Here is the breakdown of why this happens:
| Report View | Source of Truth | Why numbers might differ |
| Campaign | The specific goal set for that campaign. | Shows raw totals for that specific action. Does not de-duplicate against other campaigns. |
| Flight | The single goal set for the Flight. | Overrides individual campaign goals. If a user converts on a campaign goal that isn't the Flight goal, it won't show here. It also de-duplicates users to show unique impact. |
| Project | Flight Goals + Standalone Campaign Goals. | Mixes data types. It sums up the unique Flight results plus the raw totals from campaigns that aren't in a flight. |
| All Marketing Table | All Campaign Reports in Project | Aggregates all campaign reports in a given project, but does not deduplicate the results. |
Frequently Asked Questions
What happens when I change a goal?
When you change a goal, the report will recalculate at the level the goal was changed at. So for example, if you change a campaign goal that will trigger a recalculation of the campaign goals automatically. However, that doesn’t necessarily trigger a recalculation on the Flight and Project levels, so you may want to also recalculate there if you are concerned about discrepancies. That being said, it is best to avoid recalculating old data, as this could potentially cause loss of conversion data. A good rule of thumb to follow is to not recalculate any Campaigns, Projects or Flights older than 3 months.
Can a Flight track multiple goals?
No. To ensure accurate reporting on the overall strategy, a Flight tracks only one conversion goal. If you need to track multiple distinct outcomes (like "Donations" vs. "Volunteer Signups"), it is best to organize those into separate Flights or stand-alone campaigns. However, you can add multiple Conversion Pixels to a single Goal in order to track them all in one Flight, as long as you keep in mind that those Pixels will not be tracked separately in the report, but in aggregate.